Qualitative Study Exploring Hispanic/Latina Mothers’ Emotional, Cultural, and Structural Experiences Influencing Retention in WIC

The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) plays a vitalrole in promoting nutritional well-being among low-income families in the U.S. While the program hasdemonstrated positive health outcomes, participation rates have been steadily declining. This studyexplores how Hispanic/Latina mothers decide to continue or discontinue WIC participation, focusingon their cultural, structural, and emotional experiences within the program. Responses to open-endedonline survey questions from 636 Hispanic/Latina mothers who were clients of WIC in any category andat least 18 years old in Northern New Jersey were analyzed using grounded theory methodology. Of 570usable responses, 563 addressed reasons for continued WIC participation, and 465 addressed reasonsfor discontinuation. Six motivators for continued participation emerged: gratitude for financial reliefand overall benefits, food access, health and nutrition benefits, parenting education, emotional support,and service accessibility. Four primary reasons for discontinuation were ineligibility, relocation, accessissues, and dissatisfaction with services. Notably, many participants expressed a desire to remain inthe program, even when asked to provide reasons for discontinuation. Findings underscore WIC’smultifaceted role, extending beyond food assistance to emotional and cultural support. Streamlining re-enrollment, leveraging technology, and expanding culturally sensitive outreach may improve retention.This study offers key insights into strategies for sustaining WIC engagement among Hispanic/Latinafamilies and supporting maternal and child health.